The top performing brands in any location are those that can create a lasting impression on the client. Take a brand like Google for example; it is responsible for providing answers and solutions to over 3 billion searches per day. Over 80% of individuals will not have a second thought when choosing a search engine because the experience they have with Google is a superb one coupled with creative branding and marketing strategies.
Brand experience to each customer is the sum of the feelings and the thought process during interaction with a brand. It is a hard task to remember how a brand makes us feel, however, a memory forms during the intense moment of brand interaction and the final moment whether the customer has found a solution or not. Why should your customer’s brand experience be of importance to you?
Brand experiences are a great way to gauge if the level of quality is sufficient or absurd. In the events industry, for example, your niche demographic will only attend another of your events if you had a well-organized event in the past, and the quality of branding and marketing above board. By organizing one of the best events in your locality, you are sure to have a high level of customer satisfaction, and this will ingrain as a good memory, making your brand synonymous with must attend events.
One of the proven ways to scale up your events business is working towards increasing customer loyalty, and the best way to go about it is by pushing for a better brand experience at your events, which then creates good memories. With the many alternatives available in the industry, most customers will hardly give a second thought to attending a poorly organized event. To ensure good memories and loyalty, focus on centering your business goals with valuable customer experience.
Memories Increases Customer Advocacy
In business, especially the events business, not all publicity is good publicity. A good brand experience leads to more customers recommending your products or services to their family, friends, and work colleagues. Referral customers are more loyal than the customer you are targeting with your marketing campaigns. In a survey done by the Wharton School of Business, referral customers have a 16% higher retention rate than non-referral customers. Poor brand experiences result in bad memories, which are detrimental to appealing to your target audience.
In conclusion, even the largest corporations in the world are at the mercy of the customer to scale up and grow. This has led to an increase of marketing and branding agencies that focus on ensuring a positive experience, which then gets them in good books with the customer.